Strategic Copywriting
2nd Edition
How to Create Effective Advertising
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Additional Book Details
When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads.In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.
| Sold By | Rowman & Littlefield Publishers |
|---|---|
| ISBNs | 1442244097, 9781442244092, 9781442244092, 9781442244085 |
| Language | English |
| Number of Pages | 310 |
| Edition | 2nd |